Resumen

NORIEGA TOVILLA, Nancy Alejandra; MARIN ALVAREZ, Marco Antonio  y  ROJAS CALDELAS, Francisco Roberto. The brand personality, a conceptual component of graphic communication. Zincografía [online]. 2018, vol.2, n.4, pp.78-94.  Epub 09-Oct-2020. ISSN 2448-8437.  https://doi.org/10.32870/zcr.v0i4.51.

Brands, globalization, standardization, competition and lifestyle are more than market terms that move and induce the subject to associate with different brands that surround it everywhere. Some constitutive aspects of the brand personality of a good or service are briefly described.

There are also some value categories for a product and various conceptual components that the graphic communication designer must weigh before developing visual communication products that relate to this or that brand; likewise, other attributes that must be estimated for the creation of a new brand are presented; the notoriety component that emanates from the brands is described, strengthens them and gives them the power to cover and develop countless products. Finally, a brief methodology for the development of a brand is outlined.

Palabras llave : brands; marketing; brand personality; product; graphic design.

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